How To Ensure Buy-In on Native Advertising from Brands

Tips on how to ensure buy-in on native advertising from brands that need to be convinced to invest their hard earned money in native.
Convince brands

Skærmbillede 2017-02-24 kl. 10.47.35By Alexander Vicksén
Director of Business Intelligence, Emerging Insider Communications
Chicago, Illinois
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Congratulations, you’ve successfully managed to acquire the contact details of that brand manager you’ve been tracking for weeks or signed that groundbreaking big brand on retainer.

Now you only have to convince them why they should invest their hard earned money in native. So far, they have yet to spend a penny on native as brand safety, measurement clarity and tech issues are all concerns that surface when they hear the term “native advertising”.

Let’s start from the top.

Lay out the numbers

Start by presenting the facts in the way you see most suitable for the situation, timing, and relationship.

Here are some eye-opening statistics:

  • 80% of consumers appreciate that they aren’t forced to watch/view ads
  • Consumers are 12x more likely to prefer native ads over traditional display ads
  • Native ads fall within “content zones” and have a viewability rate of 70% vs. ads in “dead zones” that have a viewability rate of 31%
  • Native ads have a CTR of 0.30% vs. the total ad CTR average of 0.05%
  • Roughly 2% of website visitors make a purchase
  • 92% of marketers believe “creative marketing” is now more important than ever
  • Native is predicted to drive 74% of all ad revenue by 2021

These stats prove that consumers value having a choice in ad exposure today, numerically native ads perform better and those native ads will ultimately become the standard and expectation.

 

Explain the simplicity

The brand may question the infrastructure of native advertising. Show how publishers and channels support native solutions today, and how simple it is to implement.

Put the extensive publisher inventory of solutions like Outbrain, Taboola and PubMatic on display. Have a detailed list ready of which native solution and what publishers can mesh with your client’s objectives, budget, and interest.

Perhaps social native is a better option or a combination of both. Bring up the fact that social native reaches even further today. With Microsoft at the helm, LinkedIn is now serving native ads targeted to the inboxes of Microsoft Outlook users.

RELATED: How Native Ads Can Fulfil Objective to Generate Sale

Show how to set up a native ad step by step. Try to really magnify the creativity aspect of creating native ads by having different examples where you use already existing content, new exclusive content and/or UGC (user-generated-content).

For instance, if you’re going over Facebook’s Audience Network make sure to point out tips on design and flow type to reach maximum effectiveness. Also, explain how easy it is to review interaction/performance and manipulate accordingly.

Prove the benefits

Make sure to wrap up your presentation with a nice bow. Native on social offers scale – with Instagram recently hitting 800 million monthly users, adding 100 million new users in just 5 months. 

Social media has played a large role in the development of native marketing and should not be undervalued as users expect brands to meet certain standards. Facebook, Instagram, Snapchat, and LinkedIn have always been platforms for consumers to create content and engage in two-way conversations.

RELATED: Why True Native Can and Needs to Be Scalable

Here is a solid statement on the upsides of using Facebook’s native offerings:

“The best thing about going native on Facebook is the diversity of targeting and optimization possibilities. On average, Facebook users check in 14x per day where they spend a daily total of 75 min. This gives us the opportunity to reach a relevant audience with an engaging message at the right time“ – Isaac Blixt, Business Operations Manager at Swedish social media agency Gravel.

Your end goal should be for the brand representatives to walk away with the understanding that native advertising allows them to engage their consumers in permissive marketing and personal communication today as well as in the future.

If this is the case, then you’ve done your job and another congratulation should be in order!

DOWNLOAD: Native Advertising Trends 2017 – The Magazine Industry

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